What’s Inside the Bags of Jackson Wang, LeBron James, and More

The bag as biography

Louis Vuitton is turning the contents of a bag into a study of personality.

In its latest “In My Bag” campaign, the house brings together Jeremy Allen White, Jude Bellingham, Future, LeBron James, Jackson Wang, and Victor Wembanyama, each opening their Speedy P9 to reveal a carefully assembled set of personal items.

Photographed by Thomas Lagrange, the campaign relies on a stripped-back visual language. Each subject is paired with a still-life composition of what they carry, allowing the objects to speak with specificity. The approach underscores the Speedy P9 as a functional companion shaped by its owner’s habits and routines.

Rewriting a House icon

The bag itself carries its own narrative. Originally introduced in the 1930s, the Speedy has long been tied to Louis Vuitton’s travel heritage. Pharrell Williams, the brand’s Men’s Creative Director, reimagined the silhouette for the Spring/Summer 2024 collection, renaming it the Speedy P9 in reference to Pont Neuf in Paris, where his debut show took place.

Crafted from double-tanned calfskin and finished through drum milling, the updated version emphasizes a softer and more tactile quality while maintaining the structure associated with the original.

Six lives, six interpretations

What distinguishes the campaign is how each participant uses the bag to present a distinct lifestyle. Jeremy Allen White’s green Speedy P9 includes practical essentials such as a newspaper, notebook, and extra socks, alongside smaller personal items like a set of dice.

Jude Bellingham’s red version reflects constant travel, with a passport, plane ticket, jersey, and a bottle of Louis Vuitton Ombre Nomade.

Future’s blue Speedy P9 introduces contrast, combining a tennis racquet and sneakers with jewelry and gummy candies, suggesting a balance between discipline and indulgence. LeBron James presents a more streamlined selection in his yellow bag, centered on golf equipment and grooming staples that reflect routine and maintenance.

Jackson Wang’s pink Speedy P9 offers a more layered mix, including professional headphones, music notation, a Polaroid of his family, and a fencing glove. The combination points to multiple roles that extend beyond music.

Victor Wembanyama’s teal version, marked by a Monogram alien charm, includes a mini basketball, a deck of cards, a lucky spur, and wired headphones, adding a sense of individuality.

Across the campaign, the Speedy P9 is positioned as both a legacy item and a contemporary statement. By focusing on what is carried rather than how the bag is styled, Louis Vuitton shifts attention toward personal narrative.

Courtesy Louis Vuitton